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TikTok Launches New Marketing Education Initiative to Help Advertisers Maximize their Opportunities

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TikTok Launches New Marketing Education Initiative to Help Advertisers Maximize their Opportunities

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As it works to maximize its revenue opportunities, TikTok’s launching a new educational initiative in order to help marketers better understand and utilize the various platform features to reach and engage the TikTok audience.

Called Creative Agency Partnerships (CAP) University, the program will take agency partners and freelance creatives through all aspects of effective TikTok creation.

As explained by TikTok:

“CAP University is a custom learning program that allows enrollees to join the courses they want, customize their learning curriculum based on the agency’s unique areas of growth, and even attend live office hours session with TikTok’s CAP team to further their knowledge and gain an in-depth understanding of the creative possibilities on and off the platform.”

The initial elements available include ‘TikTok: From Briefing to Pitching,’ ‘Concepting & Creating for TikTok,’ ‘Trends and Music Licensing,’ and more.

As you can see here, there’s also an element focused on working with TikTok creators, which is a critical building block for the app’s ongoing growth.

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Because if TikTok wants its top stars to keep posting, it needs to get them paid – because if it can’t offer equivalent deals to those available in other apps, eventually, it could face a creator revolt, which is what eventually led to Vine’s demise.

The bottom line is that monetizing short-form video is difficult, because you have far fewer opportunities for ad breaks, or at least for ads that can be directly attributed to a creators’ content.

But TikTok does have a range of avenues for monetization, and it has the attention of many brands. Now it just needs to create an equitable link to fund its key contributors, and branded content deals, ideally, form part of that loop.

The new education program could be a great way to polish up your TikTok knowledge, with direct input from the platform’s own creative team. And if it facilitates new creator connections, all the better for TikTok’s process.

You can check out TikTok’s CAP University Semester 1 courses here.

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UK teen died after ‘negative effects of online content’: coroner

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Molly Russell was exposed to online material 'that may have influenced her in a negative way'

Molly Russell was exposed to online material ‘that may have influenced her in a negative way’ – Copyright POOL/AFP/File Philip FONG

A 14-year-old British girl died from an act of self harm while suffering from the “negative effects of online content”, a coroner said Friday in a case that shone a spotlight on social media companies.

Molly Russell was “exposed to material that may have influenced her in a negative way and, in addition, what had started as a depression had become a more serious depressive illness,” Andrew Walker ruled at North London Coroner’s Court.

The teenager “died from an act of self-harm while suffering depression”, he said, but added it would not be “safe” to conclude it was suicide.

Some of the content she viewed was “particularly graphic” and “normalised her condition,” said Walker.

Russell, from Harrow in northwest London, died in November 2017, leading her family to set up a campaign highlighting the dangers of social media.

“There are too many others similarly affected right now,” her father Ian Russell said after the ruling.

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“At this point, I just want to say however dark it seems, there is always hope.

“I hope that this will be an important step in bringing about much needed change,” he added.

The week-long hearing became heated when the family’s lawyer, Oliver Sanders, took an Instagram executive to task.

A visibly angry Sanders asked Elizabeth Lagone, the head of health and wellbeing at Meta, Instagram’s parent company, why the platform allowed children to use it when it was “allowing people to put potentially harmful content on it”.

“You are not a parent, you are just a business in America. You have no right to do that. The children who are opening these accounts don’t have the capacity to consent to this,” he said.

Lagone apologised after being shown footage, viewed by Russell, that “violated our policies”.

Of the 16,300 posts Russell saved, shared or liked on Instagram in the six-month period before her death, 2,100 related to depression, self-harm or suicide, the inquest heard.

Children’s charity NSPCC said the ruling “must be a turning point”.

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“Tech companies must be held accountable when they don’t make children’s safety a priority,” tweeted the charity.

“This must be a turning point,” it added, stressing that any delay to a government bill dealing with online safety “would be inconceivable to parents”.

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